According to a new study and development by ForSee, for the past decade, Net Promoter Score (NPS) has served as a leading metric used by businesses to measure customer recommendations and loyalty.
After its introduction in 2003, NPS quickly became the most popular and widely adopted customer experience metric for U.S. businesses.
Research from the Temkin Group in 2012 supported the
popularity, says the report, showing that 83% of companies asked their customers the Net Promoter question: “How likely is it that you would recommend (this product/service/brand) to a friend or
colleague?” From 2011 to 2012, NPS was the fastest growing customer experience metric.
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But business leaders incorporating NPS into their executive dashboard are constantly striving to
innovate their analytics and not rely on status quo, says the report. According to ForeSee analysis and research, a more equitable method of deleting “detractors” from the measurement
equation provides, as their analysts propose, a more accurate understanding of the word of mouth recommendation quotient.
The report says that ForeSee has collected more than 2 million survey
responses over the last two years to research and develop a more accurate and precise way to measure both word-of-mouth promoters and detractors.
As a result, ForeSee conceived the Word of
Mouth Index for the next generation. WoMI measures both likelihood to recommend and likelihood to detract from a specific brand by adding a second question: “How likely are you to
discourage others from doing business with this company?” By measuring both positive and negative word of mouth, business leaders gain a next-generation metric that, when viewed within the
context of the customer experience ecosystem of metrics, provides actionable insights that can help leaders improve key business outcomes, including word of mouth, says the report.
That having
been said, there follows several top brand categories comparing the WoMi index to the current NPS index as of the third quarter of 2013.
Top B2B Brand Indices (Q3, 2013) |
Brand | WoMi | NPS |
3M | 55 | 46 |
Cisco | 46 | 34 |
GE | 44 | 28 |
John
Deere | 59 | 47 |
Nokia | 39 | 21 |
Oracle | 39 | 21 |
Siemens | 39 | 25 |
Xerox | 39 | 20 |
Source: Forsee. October 2013 |
Top Computer and Electronics Manufacturers Brand (Q3, 2013) |
Brand | WoMi | NPS |
Adobe | 45 | 31 |
Apple | 65 | 54 |
Blackberry (RIM) | 39 | 19 |
Canon | 52 | 37 |
Dell | 43 | 18 |
HP | 57 | 42 |
IBM | 41 | 30 |
Intel | 44 | 38 |
Microsoft | 40 | 25 |
Nintendo | 52 | 40 |
Panasonic | 51 | 39 |
Philips | 43 | 28 |
Samsung | 48 | 37 |
Sony | 52 | 41 |
Source: Forsee. October 2013 |
Top Consumer Packaged Goods (CPG)
Brands (Q3, 2013) |
Brand | WoMi | NPS |
Avon | 61 | 52 |
Budweiser | 44 | 25 |
Colgate | 41 | 18 |
Corona | 43 | 21 |
Danone | 35 | 21 |
Gillette | 42 | 24 |
Heinz | 47 | 32 |
Johnson & Johnson | 54 | 41 |
Kellogg | 48 | 29 |
Kleenex | 45 | 24 |
Nescafe | 44 | 27 |
Nestle | 44 | 28 |
Pepsi | 40 | 17 |
Sprite | 39 | 12 |
Source: Forsee. October 2013 |
The
full report continues with Financial Services Brands, Retail Brands and Other Brands to not only provide comparative data with which to develop marketing strategy, but to review and consider
improvement to the metrics of the proposed measurement methods.
ForeSee concludes that some organizations will continue to use word-of-mouth measurement as a satisfaction metric because of its
ease of implementation, sharing, and understanding. Given this reality, organizations need to adopt measurement methodologies that provide more accurate pictures of the business world.
The
report suggests that a system that significantly advances the measurement of the customer’s experience with primary benefits for businesses operating in today’s high-speed,
word-of-mouth-driven culture would include:
- Any measurement with one simple value that can be used to rally stakeholders (executives, employees, Wall Street, board members, etc.) around
their customers’ experience and across an organization
- An understanding of the difference between True Detractors and True Promoters to eliminate the risk of alienating customers who
aren’t legitimate detractors
- Adding a second question to understand what drives negative word of mouth as well as positive word of mouth to allow companies to take proactive measures
to fix issues
To review the complete report in PDF format, please visit ForeSee
here.